Flixel Photo, a Toronto-based development studio, have recently announced the launch of Cinemagraph+ for Mac, a consumer tool specifically designed for the easy and intuitive creation of moving photos. Unlike a still photo, a moving photo seamlessly combines the effects of video capture and still imagery, offering a new mix that hasn’t been done before. Cinemagraph+ for Mac comes after the successful introduction of Cinemagraph Pro, Flixel’s 2014 Apple Design Award winning application that launched Feburary of this year.

Cinemagraph+ includes support for HD (1080p) resolution video, Flixel’s patented masking technology, seamless looping options and a wide range of filters for $49.99. Users can upload and share their moving photos in high resolution to Flixel’s community as well as to a variety of social networks. Flixel also offers the ability to easily embed living photos onto websites and blogs. To get an idea of what a moving image created by Cinemagraph is like, be sure to read on below.

“At Flixel, we’ve taken a once complex editing process for living photos and made it easy, quick and intuitive,” says LeBlanc. “We see a future where living photography will be used consistently as a powerful storytelling medium and thus the need for a consumer oriented offering for desktops.”

“We are very excited about living photography as a new form of visual storytelling,” says Philippe LeBlanc, Flixel’s co-founder and CEO. “In addition to developing creation tools, our primary objective is to educate artists on this new medium and its various applications. With the introduction of our consumer product at an accessible price point of $49.99, we are making this technology and the art form available to a wider community of artists.”

Flixel‘s iOS version of Cinemagraph+ is available to download on the App Store for both iPhone and iPad for $19.99. The iOS version allows users to create moving photos while accessing specially curated galleries by Flixel’s community. Apart from that, there is a free version available with a $4.99 in-app purchase, however, it has some limitations. Last but certainly not least, Cinemagraph+ and Cinemagraph Pro are available for $49.99 and $99.99 respectively on the Mac App Store.